Think about these common marketing phrases: "largest selection," "most professional," "highest quality," "best service," "fastest," "most convenient," "been in business since [year]." Sound familiar? They should - nearly every business uses them. And that's exactly why they don't work.

These generic claims fail for two key reasons. First, they're unverifiable. How do customers know you truly have the "best" service or "highest" quality? Second, they're expected. Customers assume any legitimate business will strive for quality, professionalism, and good service.

Instead of making broad claims, provide specific evidence that demonstrates your value:

- Instead of "highest quality," detail your quality control process

- Rather than "best service," describe your specific service guarantees

- Instead of "most experienced," share specific case studies and results

For example, a painting company could replace "highest quality work" with "We use a 12-step preparation process and premium paints with a 10-year warranty." This specific claim is both verifiable and differentiating.

The goal is to make claims your competitors cannot or do not make. This requires understanding what truly makes your business unique and communicating those differences in concrete, measurable terms. When customers can clearly see how you're different, they're more likely to choose you over competitors using generic marketing claims.